The Great Immersive Goldrush
Why immersive experiences are being used more by entertainment brands.
Exploring the projected $8 trillion industry.
Some key moments in the evolution of immersive experiences
In 1964, one of the first prominent paid experiences offered exclusive access to an immersive world. For a small fee, guests could tour the sets of Universal Studios, stepping behind the scenes of iconic films like Jaws and Jurassic Park, blending entertainment with engagement in a way that set the stage for future experiential attractions.
The large-scale monetisation of intellectual property (IP) through experiences was first fully realised with the opening of Disneyland in 1955.
This magical destination offered a unique blend of thrill, adrenaline, and entertainment. Guests could step into the worlds of their favourite films, experiencing memorable moments first-hand—whether through a rollercoaster ride or an interactive attraction inspired by a beloved movie scene.
In 2007, Secret Cinema was born, pioneering a new format that allowed audiences to step into the universe of their favourite films. This was the first experience of its kind, providing a deeply immersive way to engage with cinematic worlds beyond the screen.
Fast forward to 2016, and we saw the first official full-scale recreation of a TV show with The Crystal Maze Live Experience. This was the first time a TV show had used its own IP to create a paid experience that extended beyond its weekly broadcast. It introduced a fresh audience to the format and offered a unique way to engage with the show.
Today, 'Live Experiences' have become a staple of "What to do in London" lists and major cities worldwide. These experiences have transcended traditional fandom, creating a new category of entertainment tourism.
As audience expectations continue to rise, the immersive entertainment industry is experiencing rapid growth. In 2024, the global immersive entertainment market was valued at approximately $114.37 billion and is projected to grow at a compound annual growth rate (CAGR) of 26.3% from 2025 to 2030. Fans now demand more than just a hidden door—they expect full-scale, high-quality experiences, and, most importantly, they don’t want to be let down.
But it’s all so easy to get it wrong.
Unless you’ve been living in a cave without Wi-Fi, you’ll have heard about the infamous Willy Wonka immersive experience disaster. This is a prime example of when things go horribly wrong. The topic has been covered extensively, so we won’t dwell on the details, but it serves as a strong reminder that a successful experience cannot rely on IP alone.
In many ways, crafting a great immersive experience means building a world that audiences already have expectations for. We all watched Willy Wonka and imagined stepping into that edible room. What we didn’t imagine was a poorly executed, AI-generated backdrop inside a warehouse in Glasgow.
What does the future hold?
The success of show-based experiences largely comes down to the exact opposite of what made Willy Wonka a disaster. When done right, they are carefully planned extensions of a marketing campaign, backed by the original IP owners with the appropriate budget and creative direction—not just an "inspired-by" cash grab.
So, where is this trend heading?
Experiential marketing is now a core element of major entertainment launches. The Severance pop-up in Times Square recently went viral, and we’ve seen hugely successful activations from Squid Game 2's global experiential rollout. With shows like Race Across the World, the industry is shifting towards creating immersive experiences with the same level of investment and attention as traditional out-of-home (OOH) advertising. In many ways, it is seen as a way for the creators of the show to make the real money.
This investment is paying off—77% of consumers say their trust in a brand increases after an interaction at a live event (The Freeman Trust Report 2023). As brands recognise the power of turning their IP into paid experiences, the sector will only continue to grow. Higher-quality activations will attract more visitors, generating greater revenue for IP holders and reinforcing the cycle of experiential success.
Ollie Biddle
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